Well, that was fast. If you're a fan of the school 'there ain't no such thing as bad publicity' you'll like this. there's a petition up at Change.org to end the "Sexist 'PMS' Ad Campaign" before its even properly rolled out. Its got 365 signature so far, which may not seem like much, but it only opened a few hours ago and Ms Magazine are behind it. Yikes. That's your target market, guys.

The California Milk Processor Board--the group behind Got Milk and the famous milk mustache series--revealed their next mass campaign yesterday. Centered on the claim that milk helps reduce PMS symptoms, the “Everything I Do is Wrong” campaign features a website for men on how to deal with their crazed, menstruating women. The website features a “vocabulary sensitizer,” “”puppy dog eye-ser” and “PMS rating index.” There are also a series of print ads showing men clutching cartons of milk, apologizing to their enraged girlfriends and wives for things they “did and did not do” and “not reading between the right lines.”

The entire campaign is overwhelmingly sexist, playing on the tired stereotype of menstruating women as volatile monsters. It also supports the condescending idea that any angry woman can be talked down with puppies and glossy compliments. We're asking the California Milk Processer Board to end this insulting campaign.